Strategia budowania marki komponentu na podstawie przypadku marki GlasMax

• Autorzy: Piotr Lutek , Robert Maik , Mariusz Kowalski

Warianty tytułu

Ingredient Branding Strategy in the Case of GlasMax

• Języki publikacji: PL

Abstrakty

W artykule zaprezentowano projekt stworzenia i realizacja strategii marki komponentu w odniesieniu do szyb marki GlasMax na krajowym rynku producentów zespoleń szyb oraz stolarki otworowej. (fragment tekstu)

EN

In this paper bring up the theme of the ingredient branding strategy as a relatively new one in Polish business environment. The base of the paper is the presentation of the case study concerning the process of creating and implementing of such a strategy for the GlasMax - glass brand for windows market. There are presented determinates and the way of the creation this strategy. Most important in this paper is the discussion of the real executive instruments of the strategy able to overcome consumer perception barriers and take control of distribulion channel. (original abstract)

Słowa kluczowe

PL

Marka; Marka produktu; Strategia marki; Budowanie marki

EN

Brand; Product brand; Brand strategy; Brand building

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Poznaniu
• Rocznik: 2010
• Numer: nr 154
• Strony: 71--80

Twórcy

autor

Piotr Lutek

• Politechnika Lubelska

autor

Robert Maik

• Politechnika Lubelska

autor

Mariusz Kowalski

• Politechnika Lubelska

Bibliografia

• George R., 2002, When the Parts Become Greater Than the Whole. Fueling Growth Through Ingredient Branding, Sales, Advertising, and Marketing Magazine, www.sammag.com.
• Kotler Ph., Pfoertsch W., 2010, Ingredient Branding. Making the Invisible Visible, Springer-Verlag GmbH, London.
• Oliva R., Srivastava R., Pfoertsch W., Chandler J., 2009, Insights on Ingredient Branding, ISBM Report 8-2009, Institute for the Study of Business Markets, Pennsylvania State University.
• Pfoertsch W., Linder Ch., 2008, Value Distribulion in Ingredient Brand Value Chains, Work-in-Progress Paper, 3rd International Conference of Business Market Management, March 12th - 14th, St. Gallen, Switzerland.
• Worm S.H., 2008, Ingredient Branding as a Brand Building Instrument, VDM Verlag, Berlin.